Lore by Fetus ✦ Immersive Storytelling

Fetus is our own streetwear brand. But from day one, we never saw it as just clothing. Fetus is always a protagonist first. An alien who was banished from his planet, landed in Delhi, India and started building a brand through fashion, art, music, objects, stories and community.

Every collection is a chapter. Every phrase, symbol, character and strange little detail belongs to a larger universe we are slowly building.

The only problem was that most of this world was living inside our heads. Which is not the most scalable CMS.

So we built Lore. A home for the Fetus universe.

Built to store characters, incidents, places, philosophies, products and proof that this world is big, with enough weirdness left intact to make people want to keep digging.

See more work at bykins.com